Part of why he believes Chattanooga has enjoyed double-digit growth over so many years is its affordable price. The SRP of its flagship 91 proof, priced at $35, is well within the reach of everyday drinker preferences. Depending on age and quantity, its Experimental releases range from $50 to $80.
Barrels don’t sell like that; they sell in lots. You’re allowed to try a couple from each lot, and you pick the lot you want. Anyone that tells you that, “I tried 1,000 barrels,” can go kick rocks. That’s not how it works.
Experience Fred Noe’s storytelling magic during Jim Beam’s 90th-anniversary celebration, sharing bourbon history and family anecdotes.
By 2018, Holmes had logged 28 years at Beam and was looking for a new challenge in distilling. At age 59, she enjoyed her work, but she’d begun sniffing around opportunities in craft distilling. Ironically, it would be another Beam employee who’d steer her to Milam & Greene.
Dad had never really talked to me more than 15 minutes! But he spent a whole afternoon with me. I thought, “Dad can speak in full sentences! He’s good at his job. He’s passionate.”
“These are not delicate little Scotches–and I love delicate little Scotches. But this is fat ass Kentucky-style whiskey.”
So, I was listening to what’s their plans were … and I asked if I could join them on the project. Sometimes something opens up in front of you, and you see this vision of what it could become, and you want in on it.
Imagine this: you’re scrolling your phone, and bam—an email alert notifies you that the allocated bottle you’ve been after has been spotted at a store near you.
We have zero plans to build and sell the distillery. We want to own and be a part of it for a very long time.
Really, I guess, whiskey chose me. I found it interesting, and when you follow your curiosity, it takes you places.
